Ice Cream and Frozen Desserts in the U.S.: Markets and Opportunities in Retail and Foodservice, 7th Edition

Apr 30, 2012
372 Pages - Pub ID: LA6488966
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In the mature U.S. marketplace for ice cream and frozen desserts, marketers, retailers, and foodservice providers can grow their businesses by creating and marketing products that speak to today’s consumers on an emotional level. Along with localized strategies and niche products representing true differentiation, integrating new media into the marketing mix can create buzz and communicate brand attributes that are responsive to the desires of economic downturn-weary Americans wanting to indulge without breaking the bank.

Ice cream and frozen desserts is a highly competitive market, with two multinational conglomerates—Nestlé and Unilever—at the top of the heap. Across the country, nonetheless, are hundreds of regional and local competitors that often go head-to-head with the industry giants in particular geographic markets, with many local and regional brands commanding the loyalty of generations of customers. In addition, a slew of niche companies run by entrepreneurs are making more than a blip on the radar screen with innovative and truly differentiated products. Also in the mix is a generous swirl of private label, with the improved quality of store brands making them an attractive price/value alternative to premium brands.

This completely updated Packaged Facts report examines the U.S. market for ice cream and frozen desserts, analyzing market size and drivers, new product introductions, and competitive strategies for the retail and foodservice sectors. Trends at play in the market include the impact of the recession and slow economic recovery; ingredient costs; targeting adults with premium and superpremium products; and opportunities to market products to Hispanic consumers.

The report thoroughly examines the competitive situation, with detailed profiles of trend-making marketers and foodservice providers including Nestlé Dreyer’s Ice Cream, Unilever, Wells Enterprises, Dean Foods, Blue Bell Creameries, Friendly’s Ice Cream, Baskin-Robbins, Dairy Queen, TCBY, and many more.

Key data sources include SymphonyIRI InfoScan Reviews quantifying retail mass-market sales at the marketer/brand share level, SPINSscan retail sales in the natural food channel, Experian Simmons national consumer surveys on purchasing patterns including brand preferences, and Packaged Facts' own online consumer survey conducted in March 2012. The report also includes dozens of images of new products and consumer advertising and marketing promotions, with a particular focus on the increasing usage of new media.

Chapter 1: Executive Summary
Introduction
Scope of Report: Foodservice and Retail
Excluded Products
Product Types
Product Categories
Report Methodology
Market Trends
Sales Top $25.1 Billion in 2011
Foodservice Is the Larger Channel
Packaged Ice Cream Dominates Mass-Market Sales
Figure 1-1: Share of Total U.S. Dollar Sales of Ice Cream and Frozen Desserts: Foodservice vs. Retail, 2007 vs. 2011 (percent)
Sales Will Top $28.6 Billion by 2016
Competitive Trends
A Highly Competitive Marketplace
Foodservice Marketers
Co-Packing and Ice Cream Mixes
Recent Mergers and Acquisitions
Top 12 Marketers Account for 70% of Mass-Market Ice Cream and Frozen Dessert Sales
The Big Two: Nestlé and Unilever
Dreyer’s/Edy’s the Most Popular Brand
Foodservice Outlets
Figure 1-2: Estimated Share of U.S. Foodservice Dollar Sales of Ice Cream and Frozen Desserts: By Channel, 2012 (percent)
New Product Trends
Pace of Retail New Product Introductions Slows
Private Label Introductions Soar
Major Launches
Unilever Brings Magnum to the U.S.A.
Illustration 1-1: Magnum Ice Cream Bars
Burger King’s New Menu Features Soft-Serve Desserts
Illustration 1-2: Burger King’s New Soft-Serve Desserts
TCBY Launches Retail Line of Packaged Frozen Yogurt
Nestlé Dreyer’s Quietly Introduces Superpremium Wonka Brand
Illustration 1-3: Wonka Superpremium Ice Cream
Consumer Trends
Three Out of Four Americans Eat Ice Cream/ Frozen Desserts; Frequency Increases in Warm Weather
Table 1-1: Frequency of Eating Ice Cream and Frozen Desserts by Warm Weather vs. Cold Weather, March 2012 (U.S. adults)
Two Out of Three Households Use Regular Ice Cream Most Often
Household Use by Product Type by Age Group
Household Use by Product Type by Ethnic Group
Regional Preferences for Different Frozen Dessert Products
Household Use by Product Type by Presence of Children
Four-Year Trend by Types of Ice Cream and Frozen Desserts Purchased


Chapter 2: Market Overview
Introduction
Scope of Report: Foodservice and Retail
Excluded Products
Report Methodology
Product Breakouts
Product Types
Product Categories
Product Classifications
Code of Federal Regulation Provides Legal Descriptions
Table 2-1: Frozen Dessert Product Definitions
Quality Grades
Components Affecting Quality Classifications
Fat Content
Overrun
Flavors
Sweeteners
Fillers
Mouthfeel
Mix-Ins
Quality Classifications
Economy
Regular
Premium
Superpremium
Table 2-2: Ice Cream Quality Classification Characteristics
Packaged vs. Bulk
Hard-Frozen vs. Soft-Serve
Table 2-3: Hard-Frozen vs. Soft-Serve Frozen Dessert Production 2000-2008 (in millions of gallons)
Multi-Serve versus Single-Serve
Packages Point Up Quality Distinctions
Types of Milk
Market Size and Growth
2011 Sales Top $25.1 Billion
Table 2-4: Total U.S. Sales of Ice Cream and Frozen Desserts, 2007-2011 (in millions of dollars)
Foodservice Sales Top $14.3 Billion
Table 2-5: U.S. Sales of Ice Cream & Frozen Desserts Through Foodservice Channels, 2007-2011 (in millions of dollars)
Retail Sales Approach $10.8 Billion
Table 2-6: U.S. Sales of Ice Cream and Frozen Desserts Through Retail Channels, 2007-2011 (in millions of dollars)
U.S. Production of Ice Cream and Frozen Desserts
Table 2-7: U.S. Ice Cream and Frozen Dessert Production, 2006-2010 (in millions of gallons)
Per Capita Consumption Declines
Table 2-8: U.S. Per Capita Consumption of Ice Cream and Frozen Desserts, 2005, 2008, 2009 (in pounds)
Market Composition
Foodservice Is the Larger Channel
Figure 2-1: Share of Total U.S. Dollar Sales of Ice Cream and Frozen Desserts: Foodservice vs. Retail, 2007 vs. 2011 (percent)
Packaged Ice Cream Dominates Retail Mass-Market Sales
Table 2-9: SymphonyIRI-Tracked Sales and Share of Ice Cream and Frozen Desserts by Category, YE February 2012 (in millions of dollars)
Private Label 22% of Retail Mass-Market Ice Cream and Frozen Dessert Sales
Favorite Flavors
Seasonality
Market Outlook
A Mature Market
The Economy and Its Impact on Ice Cream
Ice Cream and Frozen Desserts an Affordable Luxury
Costs Volatile
Ice Cream Prices
Figure 2-2: Consumer Price Index: Retail Ice Cream Prices, 2007-2012 (prices in dollars)
Industry Is Consolidating…
… But Some Growth Is Taking Place
Technological Advances
Industry Moving Toward Premium Formulations
Consumers Doing More Snacking
Competition from Other Desserts and Snacks
Table 2-10: SymphonyIRI-Tracked Sales and Share of Dessert and Snack Categories Through Mass-Market Channels, YE February 2012 (in millions of dollars)
Single-Serve Products Growing
Addressing Health and Nutrition Concerns
Is Ice Cream Addictive?
Retail Deals
Foodservice Deals
Foodservice Expansion
Retail Expansion
U.S. Population Growing Older and More Diverse
Table 2-11: Demographic Snapshot of the U.S. Population
Hispanic Marketing Opportunities
Table 2-12: Ice Cream and Frozen Dessert Products and Brands with High Indexes Among Hispanic Consumers, 2011 (U.S. adults)
African-American Marketing Opportunities
Asian-American Marketing Opportunities
Table 2-13: Ice Cream and Frozen Dessert Products and Brands with High Indexes Among African-American Consumers, 2011 (U.S. adults)
Table 2-14: Ice Cream and Frozen Dessert Products and Brands with High Indexes Among Asian-American Consumers, 2011 (U.S. adults)
Projected Market Growth
Ice Cream and Frozen Dessert Sales Will Top $28.6 Billion by 2016
Table 2-15: Projected Total U.S. Sales of Ice Cream and Frozen Desserts, 2011-2016 (in millions of dollars)
Foodservice Sales Will Grow Slowly to $15.8 Billion in 2016
Retail Sales Will Reach $12.9 Billion by 2016
Table 2-16: Projected U.S. Sales of Ice Cream and Frozen Desserts Through Foodservice Channels, 2011-2016 (in millions of dollars)
Table 2-17: Projected U.S. Sales of Ice Cream and Frozen Desserts Through Retail Channels, 2011-2016 (in millions of dollars)


Chapter 3: The Marketers
Marketer Overview
A Highly Competitive Marketplace
Foodservice Marketers
Co-Packing and Ice Cream Mixes
Recent Mergers and Acquisitions
Four Growth Paths: Acquisitions, Innovation, Expansion, Focus
The Acquisition Track
The Innovation Track
The Expansion Track
The Focus Track
Entering the Ice Cream and Frozen Desserts Market
Retail Marketer and Brand Share
Methodology
Top 12 Marketers Account for 70% of Mass-Market Ice Cream and Frozen Dessert Sales
The Big Two: Nestlé and Unilever
Dreyer’s/Edy’s the Most Popular Brand
Figure 3-1: U.S. Retail Sales of Ice Cream and Frozen Desserts: Top Brands by Dollar Share, YE February 2012 (percent)
Nestlé Dreyer’s Leads Ice Cream Category with 21% Share
Dreyer’s/Edy’s and Breyers Top Packaged Ice Cream Brands
Figure 3-2: U.S. Retail Sales of Packaged Ice Cream: Top Brands by Dollar Share, YE February 2012 (percent)
Nestlé Dreyer’s Commands Strong Lead in Frozen Novelties with 31% Share
Dreyer’s/Edy’s, Klondike, and Nestlé Drumstick the Best- Selling Novelties
Figure 3-3: U.S. Retail Sales of Frozen Novelties: Top Brands by Dollar Share, YE February 2012 (percent)
Nestlé Dreyer’s Also Leads Frozen Yogurt/Tofu
Rich Products Dominates Ice Cream Desserts with 70% Share
Private Label Leads Sherbet/Sorbet/Ices with 42% Share
Jel Sert Leads Tiny Ice Pop Novelties Category with 38% Share
Table 3-1: Top Marketers of Ice Cream and Frozen Desserts by SymphonyIRI-Tracked Sales and Share, YE Februar, 011 vs. YE February 2012 (in millions of dollars)
Table 3-2: Top Marketers of Packaged Ice Cream by SymphonyIRI-Tracked Sales and Share, YE February 2011 vs. YE February 2012 (in millions of dollars)
Table 3-3: Top Marketers of Frozen Novelties by SymphonyIRI-Tracked Sales and Share, YE February 2011 vs. YE February 2012 (in millions of dollars)
Table 3-4: Top Marketers of Frozen Yogurt/Tofu by SymphonyIRI-Tracked Sales and Share, YE February 2011 vs. YE February 2012 (in millions of dollars)
Table 3-5: Top Marketers of Ice Cream Desserts by SymphonyIRI-Tracked Sales and Share, YE February 2011 vs. YE February 2012 (in millions of dollars)
Table 3-6: Top Marketers of Sherbet/Sorbet/Ices by SymphonyIRI-Tracked Sales and Share, YE February 2011 vs. YE February 2012 (in millions of dollars)
Table 3-7: Top Marketers of Ice Pop Novelties by SymphonyIRI-Tracked Sales and Share, YE February 2011 vs. YE February 2012 (in millions of dollars)
Competitor Profiles
Nestlé Dreyer’s Ice Cream Co.
Dreyer’s/Edy’s, the Nation’s Leading Premium Brand
Häagen-Dazs, the First Superpremium Ice Cream
Nestlé Brand Novelties
Skinny Cow for Low-Calorie Indulgence
Unilever: The World Leader
Breyers, an American Classic
Ben & Jerry’s, the Iconoclastic Superpremium Brand
Klondike
Unilever Rolls Out Magnum in U.S.
Popsicle: Invented by a Kid, Targets Kids
Good Humor: Ice Cream on a Stick
Unilever’s Environment-Friendly Programs
Other Large National Players
Wells Enterprises Has a Growing National Presence
Dean Foods Reorganizes for Growth
The Major Regionals: Looking Beyond the Horizon
Blue Bell Creameries the No. 4 Marketer, No. 3 Ice Cream Brand
Friendly’s Ice Cream, Now in a Store Near You
H.P. Hood: The New England Superregional
Kemps Now Part of Dairy Foods of America
Prairie Farms Dairy: A Farmer-Owned Cooperative
Turkey Hill Dairy: A Mid-Atlantic Favorite
Other Noteworthy Regionals
Graeter’s: A Cincinnati Icon
Hudsonville Creamery & Ice Cream
Perry’s Ice Cream Co.
Pierre’s Ice Cream Co.
Schoep’s Ice Cream, a Wisconsin Brand and Co-Packer
Smith Dairy: Christianity Is Part of the Mission
Tillamook County Creamery Association: It’s More than Cheese
Niche Marketers
Ciao Bella Gelato Co. Expands to Retail
Denali Flavors Licenses its Flavors and Recipes
J&J Snack Foods Corp. with Ices and Frozen Juice Bars
Jel Sert Co., the Leader in Freeze-at-Home Pops
Lovin’ Scoopful: A New Player with a Charitable Mission
Mars Chocolate North America
Oregon Ice Cream Co., a Marketer and Co-Packer
Rich Products Corp. the Leading Marketer of Ice Cream Cakes
Talenti Gelato e Sorbetto, the Nation’s Best-Selling Gelato
Turtle Mountain: A Leader in Dairy-Free Frozen Desserts


Chapter 4: New Product Trends
Pace of Retail New Product Introductions Slows
Table 4-1: Ice Cream & Frozen Dessert New Product Introductions by Category, 2010 vs. 2011 (number)
Private Label Introductions Soar
Major Launches
Unilever Brings Magnum to the U.S.A.
Illustration 4-1: Magnum Ice Cream Bars
Burger King’s New Menu Features Soft-Serve Desserts
Illustration 4-2: Burger King’s New Soft-Serve Desserts
TCBY Launches Retail Line of Packaged Frozen Yogurt
Illustration 4-3: TCBY’s Packaged Frozen Yogurt for Retail Channels
Nestlé Dreyer’s Quietly Introduces Superpremium Wonka Brand
Illustration 4-4: Wonka Superpremium Ice Cream
Small Portions and Bite-Size Treats
Illustration 4-5: Blue Bunny Champ! Mini Swirls Cones
Illustration 4-6: Blue Bunny Mini Ice Cream Sandwiches
Illustration 4-7: Blue Bunny Sweet Freedom Snack Size Cones
Illustration 4-8: Blue Bunny Sweet Freedom Snack Size Sandwiches
Illustration 4-9: Häagen-Dazs Snack Size Sundae Cones
Illustration 4-10: Culver’s Mini Concrete Mixers
Illustration 4-11: Baskin-Robbins Mini Cones
Illustration 4-12: Culver’s Mini Concrete Mixers
Illustration 4-13: Baskin-Robbins Mini Cones
Illustration 4-14: Baskin-Robbins Valentine’s Day Cake Bites
Illustration 4-15: Carvel Carvelite Lil’ Flying Saucers
Trends That Never End
Line Extensions
Illustration 4-16: Yosicle Torpedo! Ice Pop
Illustration 4-17: Klondike Mint Chocolate Chip Bar
Illustration 4-18: Klondike What The Fudge! Brownie
Illustration 4-19: Klondike Choco Taco 4-Pack
Illustration 4-20: Dove Chocolate Dulce de Leche
Illustration 4-21: Dove Bar Mint Swirl with Dark Chocolate
Illustration 4-22: Mars Twix Peanut Butter Ice Cream
Illustration 4-23: Mars Milky Way Minis Chocolate Ice Cream Bars
Illustration 4-24: Blue Bell Butter Crunch Bars
Illustration 4-25: Nestlé Drumstick Sprinkled! Cone
Illustration 4-26: Blue Bell Rocky Mountain Road
Illustration 4-27: Ben & Jerry’s Chocolate Therapy
Illustration 4-28: Baskin-Robbins Toffee Pecan Crunch
Illustration 4-29: Velvet Honey Caramel
Illustration 4-30: Blue Bunny Personals Birthday Party
Illustration 4-31: Mikawaya Mochi Ice Cream
Limited Editions
Illustration 4-32: Häagen-Dazs 2011 Limited Edition Flavors
Illustration 4-33: Häagen-Dazs 2012 Limited Edition Flavors
Illustration 4-34: Häagen-Dazs Raspberry & Vanilla Ice Cream Bars
Sports Tie-Ins
Illustration 4-35: Turkey Hill Blitzburgh Crunch
Illustration 4-36: Mayfield Triple Play Ice Cream
Entertainment Tie-Ins
Illustration 4-37: Ben & Jerry’s Late Night Snack
Illustration 4-38: Ben & Jerry’s Schweddy Balls
Illustration 4-39: Breyers Blasts!
Illustration 4-40: Popsicle Jolly Rancher Awesome Twosome Pops
Illustration 4-41: Popsicle Airheads Pops
Illustration 4-42: Peeps Marshmallow Flavored Freezer Pops
Illustration 4-43: Carvel Cookie Trio Sundae Dashers
Illustration 4-44: Blue Bunny Cadbury Ice Cream Bars
Illustration 4-45: Lifeway ProBugs Frozen Kefir Pops
Healthier Than Ever
All-Natural
Illustration 4-46: Safeway Open Nature
Illustration 4-47: Blue Bunny Naturally
Reduced Calorie
Illustration 4-48: Skinny Cow Single-Serve Cups
Illustration 4-49: Arctic Zero Bars
Illustration 4-50: Weight Watchers Smart Ones Peanut Butter Cup Sundae
Illustration 4-51: Weight Watchers Ice Cream Bars
Sugar-Free
Illustration 4-52: iSkream Stevia-Sweetened Ice Cream
Illustration 4-53: Clemmy’s Sugar-Free Ice Cream Bars
Artisan Ice Cream
Illustration 4-54: Delicieuse Lavender Ice Cream
Illustration 4-55: Naia Bar Gelato
Illustration 4-56: Grom Gelato
Illustration 4-57: High Road Craft ice Cream & Sorbet
Illustration 4-58: Jeni’s Splendid ice Creams
Illustration 4-59: Van Leeuwen Artisan Ice Cream
Cutting Edge or Out There?
Alcohol
Illustration 4-60: Häagen-Dazs Blackberry Cabernet Sorbet
Illustration 4-61: Cold Stone Creamery Mojito Sorbet
Illustration 4-62: Gelateria Naia St. George Whiskey Gelato Bar
Illustration 4-63: Island ROX Sorbet Mixers
Illustration 4-64: SnöBar Alcoholic Ice Cream
Illustration 4-65: The Greene Turtle’s Irish Float “Stuffed Beer”
Bacon Overload?
Illustration 4-66: Denny’s Maple Bacon Sundae
Illustration 4-67: Jack in the Box Bacon Shake
Herbs
Illustration 4-68: Cold Stone Creamery Strawberry Basil Sorbet
Illustration 4-69: Häagen-Dazs U.K. Mint Leaves & Chocolate Ice Cream
Salt
Illustration 4-70: Turkey Hill Salty Caramel
Illustration 4-71: Baskin-Robbins 3-Point Chocolate Flavor
Sweet-and-Sour Flavors
Illustration 4-72: Perry’s Sour Buddie Bars
Illustration 4-73: Baskin-Robbins Limited Edition Picnic Punch
Illustration 4-74: Popsicle Sour Patch Kids
Flavors That Follow Bakery Trends
Illustration 4-75: Ben & Jerry’s Red Velvet Cake
Illustration 4-76: TCBY Red Velvet Cake Soft-Serve Frozen Yogurt
Illustration 4-77: Safeway Select Red Velvet Cake Ice Cream
Illustration 4-78: Turkey Hill Whoopie Pie Ice Cream
Illustration 4-79: Tillamook Sticky Bun Ice Cream
Illustration 4-80: Blue Bunny Chef Duff Ice Creams
Illustration 4-81: Ciao Bella Gelato Belgian Chocolate S’Mores
Illustration 4-82: Cold Stone Creamery Hot for Cookie Hot Stone Plated Dessert
Illustration 4-83: Carl’s Jr. Oreo Ice Cream Sandwich
Illustration 4-84: Friendly’s Ice Cream Pizza
Waffles
Illustration 4-85: Outback Steakhouse Oreo Cookies ‘N Cream Waffles
Illustration 4-86: Marble Slab Creamery Waffle Bowl Sundaes
Frozen Yogurt Boosting Nutritional Benefits
Illustration 4-87: G.S. Gelato Yogurtiamo
Illustration 4-88: TCBY Super Fro-Yo
Illustration 4-89: Jamba Juice Whirl’ns Frozen Yogurt
Illustration 4-90: Cold Stone Creamery Frozen Yogurt
Illustration 4-91: YoCream Activia Frozen Yogurt
Illustration 4-92: Jala Frozen Yogurt and Chocolate Fudge Bars
Illustration 4-93: Stonyfield Farm Gotta Have Vanilla Frozen Yogurt Bars
Illustration 4-94: Lifeway Frozen Kefir
Illustration 4-95: Red Mango’s Classic Sweet Flavors
It’s Greek for Me
Illustration 4-96: Yasso Frozen Greek Yogurt Bars
Illustration 4-97: Stonyfield Oikos Greek Frozen Yogurt
Illustration 4-98: Ruggles Greek Frozen Yogurt
Illustration 4-99: Adonia Greek Frozen Yogurt
Illustration 4-100: Ben & Jerry’s Greek Frozen Yogurt
Illustration 4-101: Rite Aid’s Thrifty Greek-Style Frozen Yogurt
Illustration 4-102: Lifeway Greek Style Fro-Yo
Illustration 4-103: TCBY Greek Frozen Yogurt
Non-Dairy Ice Cream Alternatives
Illustration 4-104: So Delicious Almond Milk Frozen Novelties
Illustration 4-105: Luna & Larry’s Coconut Bliss
Illustration 4-106: Julie’s Non-Dairy Coconut Dessert
Shakes and Smoothies
Illustration 4-107: Dreyer’s Slow Churned Shakes and Smoothies
Illustration 4-108: Cold Stone Creamery Shake Them Berries Frozen Yogurt Shake
Illustration 4-109: Skinny Cow Shake-Stirs
Ice Pops
Illustration 4-110: Sunkist Freezer Bars
Pursuing the Hispanic Consumer
Illustration 4-111: Fruitfull Mamey-Sapote-Lucuma Frozen Fruit Bars
Niche Products
Illustration 4-112: Bang!! Caffeinated Ice Cream
Illustration 4-113: Chozen Matzoh Crunch Ice Cream
Illustration 4-114: Living Harvest Tempt Bars
Illustration 4-115: Pierre’s Lactose Free Ice Cream
Illustration 4-116: Cloud 9 Snow Ice
Foreign Innovations
Illustration 4-117: Europe and Singapore: Häagen-Dazs Secret Sensations
Illustration 4-118: Japan: Häagen-Dazs Crêpe Glacé
Illustration 4-119: Heston from Waitrose Ice Cream
Illustration 4-120: Picard Beet-Balsamic Vinegar Sorbet
Illustration 4-121: Wall’s Haribo Push Up Pop
Looking to the Future
Fun with Made-to-Order Liquid Nitrogen Ice Cream
MooBella’s Make-Your-Own Ice Cream Vending Machine
Illustration 4-122: MooBella Make-Your-Own Ice Cream Vending Machine


Chapter 5: Foodservice and Retail Trends
Distribution Methods
Distribution to Large Foodservice Chains
Advantages of DSD
Downside of DSD
Distribution Is Second Highest Cost Next to Production
The Role of Food Brokers
Foodservice Overview
Types of Foodservice Outlets
Number of Foodservice Outlets
Restaurant Industry Sales Reach New Record
Table 5-1: Restaurant Industry Sales: 2008-2012 (in billions of dollars)
Despite Proliferation of Chains, Small Businesses Predominate
Determining Market Size and Share Is Challenging
Scoop Shops Lead in Share of Sales
Figure 5-1: Estimated Share of U.S. Foodservice Dollar Sales of Ice Cream and Frozen Desserts: By Channel, 2012 (percent)
Scoop Shops
Larger Chains Are Franchises
Table 5-2: Major Ice Cream and Frozen Desserts Chains, 2011
Co-Branding Helps Build Day-Parts and Year-Round Business
Self-Serve on the Rise in Foodservice
Mexican-Style Ice Cream Parlors
American Chains Abroad
Mobile Ice Cream and Frozen Dessert Venues
Kiosks Make Ice Cream and Frozen Desserts Available Anywhere
Food Carts and Concession Trailers
Food Trucks
Increasing Limitations on Street Vendors
Mobile Locations Used to Promote and Launch Products
Ice Cream and Frozen Desserts Reflect Restaurants’ Standing
Burger King Debuts New Soft-Serve Frozen Dessert menu
Competitor Profiles
Leading Ice Cream Chains
Baskin-Robbins
Ben & Jerry’s
Braum’s Ice Cream and Dairy Stores
Carvel
Cold Stone Creamery
Dairy Queen
Friendly’s Ice Cream Is Slimmer
Häagen-Dazs Shoppes
Marble Slab Creamery Unites with MaggieMoo’s Ice Cream & Treatery
Major Frozen Yogurt Chains
Golden Spoon
Pinkberry
Red Mango
TCBY
Yogurtland
Leading Chains in Frozen Custard, Italian Ice and Other Categories
Frozen Custard: Culver’s
Italian Ice: Rita’s
Ice Cream Beads: Dippin’ Dots
Diet Specialist: Tasti D-Lite
Retail Overview
Types of Retail Outlets
Traditional Supermarkets Lead
Figure 5-2: Estimated Share of U.S. Retail Dollar Sales of Ice Cream and Frozen Desserts: By Channel, 2012 (percent)
Supermarkets Lead the Retail Market
Mass Merchandisers and Supercenters
Convenience Stores
Warehouse Clubs
Health and Natural Food Stores
Drugstores
Dollar Stores
Vending Machines
Internet and Mail Order


Chapter 6: Media, Advertising, and Promotions
Ice Cream Consumers and Media
Experian Simmons Consumer Survey Findings
Consumer Attitudes Toward Advertising
Consumers and Traditional Media
Internet Has Changed Many Consumers’ Lifestyles
Internet Has Changed How Consumers Shop
Consumers and Social Media
Table 6-1: Consumer Attitudes Toward Advertising, 2011 (U.S. adults, percent and index)
Table 6-2: Consumer Use of Traditional Media, 2011 (U.S. adults, percent and index)
Table 6-3: The Internet and Lifestyle Changes, 2011 (U.S. adults, percent and index)
Table 6-4: Consumer Internet Use Patterns, 2011 (U.S. adults, percent and index)
Table 6-5: Consumer Use of Social Media, 2011 (U.S. adults, percent and index)
Marketing and Advertising Trends
Sampling and Free Ice Cream Giveaways
Free Cone Days from Ben & Jerry’s and Häagen-Dazs
Illustration 6-1: Häagen-Dazs Free Cone Day Ad
Illustration 6-2: Baskin-Robbins 31 Cent Scoop Night
Dove Bar’s Adult Ice Cream Truck Helps Adults Enjoy the Moment
Illustration 6-3: Dove’s Ice Cream Truck for Adults
Coupons
Recipes
Illustration 6-4: Blue Bunny Recipe Infomercial
Loyalty Rewards
Illustration 6-5: Baskin-Robbins Birthday Club
Illustration 6-6: Dreyer’s Loyalty Club
Joint Promotions
Merchandise Promotions
Illustration 6-7: Yogurtland Hello Kitty Collectable Plush
Contests and Sweepstakes
Dairy Queen Video Contest
Illustration 6-8: Promotion for Dairy Queen Mini Blizzard TREATment Contest
Baskin-Robbins Flavor Creation Contests
Illustration 6-9: Baskin-Robbins Flavor Contest
Mikawaya Ice Cream Package Design Contest
Illustration 6-10: Mikawaya Exxotics Package Design Contest Winner
Turkey Hill Sports Teams Sweepstakes
Illustration 6-11: Turkey Hill Dairy Sweepstakes On-Pack Sticker
Nestlé Drumstick First Taste of Summer Sweepstakes
Illustration 6-12: Nestlé Drumstick Sweepstakes
Events Sponsorship Creates Buzz
Sports Sponsorships
Illustration 6-13: TV Spot for Kemps Ice Cream
Skinny Cow’s “Perfect Cup” Promotion
Illustration 6-14: Skinny Cow “Perfect Cup” Promotion
Celebrity Power
Illustration 6-15: Ben & Jerry’s Late Night Snack, Inspired by “Late Night with Jimmy Fallon”
Making Ice Cream and Frozen Novelties Fashionable
Rachel Bilson, the Face of Magnum
Illustration 6-16: Magnum Ice Cream “Applause” Commercial Directed by Karl Lagerfeld
Illustration 6-17: Magnum Ice Cream Television Commercial
Lifeway Frozen Kefir at Fashion Week
Illustration 6-18: Lifeway Frozen Kefir Samples at Fashion Week
Marketers Ally Themselves with Causes
Ben & Jerry’s: A Poster Child for Corporate Activism
Illustration 6-19: Ben & Jerry’s Progressive Values
Illustration 6-20: Ben & Jerry’s “Scoop It Forward” Cause Marketing Promotion
Friendly’s “Cones for Kids” Raises Easter Seals Donations
Illustration 6-21: Friendly’s “Cones for Kids” Cause Marketing
Illustration 6-22: Cold Stone Creamery Make-A-Wish Promotion
Communities Take Root in Dreyer’s/Edy’s Program
Illustration 6-23: Dreyer’s Communities Take Root Logo
Dreyer’s Grand Ice Cream Foundation
Targeting Hispanic Consumers
Illustration 6-24: Blue Bell’s Hispanic-Targeted Commercial
Using Social Networking as a Marketing Tool
Dairy Queen Adds Share-to-Social Features
Illustration 6-25: Dairy Queen’s Blizzard Fan Club Promotion
Graeter’s Harnesses its Mail Order Fans to Expand to Retail Nationwide via Facebook
Illustration 6-26: Graeter’s Fanbassador Program
Skinny Cow Resolution Wall
Illustration 6-27: Skinny Cow Interactive Resolution Wall
Online Games Popular with Both Adults and Kids
Magnum’s Pleasure Hunt ‘Advergame’
Illustration 6-28: Magnum’s Pleasure Hunt ‘Advergame’
Dreyer’s/Edy’s Fruit Bars Team Up with FarmVille
Illustration 6-29: Dreyer’s/Edy’s FarmVille Game Promotion
Breyers’ Wordalicious is Just for Fun
Illustration 6-30: Breyers Wordalicious Word Search Game
Kids’ Websites at Dairy Queen and Popsicle
Illustration 6-31: Dairy Queen Deeqs Homepage for Kids
Illustration 6-32: Popsicle’s “Cool Zone” Features Kids’ Games and a Kid-Targeted Commercial
Tweeting Ice Cream and Frozen Desserts
Illustration 6-33: Magnum’s Twitter Promotion for the #RoyalWedding
Illustration 6-34: Ben & Jerry’s Promotes its Mobile Sampling Tour via Twitter
Harnessing Mobile Power
Illustration 6-35: Dreyer’s CheckPoint Promotion
NFRA’s Annual In-Store and Umbrella Promotion
Illustration 6-36: NFRA Summer Favorites Promotion
Advertising and Marketing Positioning
Recurrent Advertising and Marketing Themes
Flavor
Natural/Real Ingredients
Illustration 6-37: Print Ad for Dreyer’s Fruit Bars
Illustration 6-38: Real California Milk Coupon
Having Fun
Illustration 6-39: Print Ad for Nestlé Drumstick
Local Ties
Illustration 6-40: Hagen’s Website
Indulgence and Sex Appeal
Illustration 6-41: Magnum Ice Cream Print Ad
Illustration 6-42: Dove Bar Commercial
Nostalgia
Illustration 6-43: Blue Bell “First Taste” Commercial
Real People
Illustration 6-44: Tillamook Ice Cream Commercials Use Real People
Ethics Make Consumers Feel Better About Themselves
Illustration 6-45: Freestanding Insert for Ben & Jerry’s Highlights Responsible Sourcing
Humor—from Gentle to Outrageous
Illustration 6-46: Popsicle Airheads “Be Flexible” Commercial
Illustration 6-47: Baskin-Robbins Subliminal Commercial
Illustration 6-48: Characters in Rita’s Italian Ice TV Commercial
Illustration 6-49: Dairy Queen’s Kitten Commercial
Illustration 6-50: Saturday Night Live’s Classic Schweddy Balls Skit


Chapter 7: The Consumer
Packaged Facts Online Consumer Survey
Methodology
Three Out of Four Americans Eat Ice Cream/ Frozen Desserts; Frequency Increases in Warm Weather
Where People Eat Ice Cream and Frozen Desserts
Table 7-1: Frequency of Eating Ice Cream and Frozen Desserts by Warm Weather vs. Cold Weather, March 2012 (U.S. adults)
Table 7-2: Where People Have Eaten Ice Cream or Frozen Desserts in Last 6 Months, March 2012 (U.S. adults)
Packaged Regular Ice Cream Is Most Popular Type
Table 7-3: Types of Ice Cream and Frozen Desserts Eaten in Last 6 Months (As a Snack or Meal vs. As Dessert After Meal), March 2012 (U.S. adults, percent)
Supermarkets the Most Popular Place to Buy Packaged Ice Cream and Frozen Desserts
Table 7-4: Where People Buy Packaged Ice Cream and Frozen Desserts: Percent of Purchasers in Last 6 Months by Retail Channel, March 2012 (U.S. adults)
Experian Simmons Consumer Survey
Methodology
Two Out of Three Households Use Regular Ice Cream Most Often
Table 7-5: Household Usage Rates of Ice Cream and Frozen Desserts: By Product Type, 2011 (percent of U.S. households)
Household Use by Product Type by Age Group
Table 7-6: Household Use of Ice Cream and Frozen Desserts: By Product Type by Age Group, 2011 (index)
Household Use by Product Type by Ethnic Group
Table 7-7: Household Use of Ice Cream and Frozen Desserts: By Product Type by Ethnic Group, 2011 (index)
Regional Preferences for Different Frozen Dessert Products
Table 7-8: Household Use of Ice Cream and Frozen Desserts: By Product Type by Region, 2011 (index)
Household Use by Product Type by Presence of Children
Table 7-9: Household Use of Ice Cream and Frozen Desserts: By Product Type by Presence of Children, 2011 (index)
Four-Year Trend by Types of Ice Cream and Frozen Desserts Purchased
Table 7-10: Trended Percent of Ice Cream and Frozen Dessert Purchasers: By Product Type, 2008-2011 (percent of U.S. households)
Demographic Trends by Product Type
Regular Ice Cream (Not Diet)
Frozen Novelties
Frozen Yogurt
Light/Low-fat Ice Cream
Low-fat Frozen Yogurt
Sherbet
Regular Frozen Yogurt (Not Diet)
No-Sugar-Added Ice Cream or Sherbet
Non-fat/Fat-Free Frozen Yogurt
Fruit Sorbet
Fat-Free Ice Cream
Non-Dairy Ice Cream Alternatives
Brand Usage Rates
Demographic Trends for Selected Ice Cream & Sherbet Brands
Demographic Trends for Selected Frozen Novelties Brands
Demographic Trends for Selected Frozen Yogurt Brands
Table 7-11: Top 10 Demographic Indicators for Ice Cream and Frozen Desserts by Product Type, 2011 (index of U.S. households)
Table 7-12: Ice Cream and Frozen Dessert Brands Used Most Often, 2011 (percent of U.S. households)
Table 7-13: Top 10 Demographic Indicators for Selected Ice Cream & Sherbet Brands, 2011 (index of U.S. households)
Table 7-14: Top Demographic Indicators for Selected Frozen Novelties Brands, 2011 (index of U.S. households)
Table 7-15: Top 10 Demographic Indicators for Selected Frozen Yogurt Brands, 2011 (index of U.S. households)

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